Mtkg SIG: Real-Time Competitive Analysis
Ann Osborne, President, Osborne Marketing Group (firstname.lastname@example.org)
Silicon Valley World Internet Center
700 Welch Road, Suite 250
Stanford Barn (2nd floor)
Palo Alto, CA
7:00-7:20pm announcements and introductions
$10 for non-SDForum Members
No charge for SDForum members and students with ID
Competitive Analysis is critical to business success:
- Entrepreneurs and emerging growth companies must demonstrate an understanding of the competitive landscape prior to discussions with investors.
- Mature or well-funded companies often commit substantial resources to the ongoing process of competitive analysis for strategic planning, new product development, product management, messaging and communications, and creating sales tools.
How do you find out who your competitors are, what they are doing, and what they are planning to do? Where do you go to get the latest and most reliable intelligence? The Internet offers myriad ways to find out what’s going on with key players in a hot market, as well as with market makers and new entrants in emerging markets.
In this fast-paced session, we will discuss sources for competitive intelligence on the Internet. Additionally, we’ll review search strategies and introduce a few information management tools and techniques. You will leave with new ideas for uncovering and managing competitive information from a plethora of sources on the Internet.
Ann Osborne, President, Osborne Marketing Group, brings creative, strategic thinking to the competitive analysis process. Her expertise is in developing marketing strategies, messaging and competitive sales tools that position companies and their products ahead of the competition. She enjoys working cross-functionally to identify and define the competitive landscape and, more importantly, determine what can be done about it.
Online since 1986 and a heavy Internet user since 1991, her well-honed competitive analysis capabilities are backed by ten years of hands-on research and knowledge management. Her clients include Oracle Corp., DHL Airways and IBM. This presentation on information sources is a small part of the two-day intensive course by the same name she teaches at UC Berkeley Extension.